Current Status of Kava Extract Powder in the U.S. Market

The demand for kava root extract is increasing across the US as more people turn to natural remedies for mental health and stress relief. Because of its benefits for relaxation, anxiety reduction, and mental clarity, it has become increasingly popular among health-conscious individuals looking for non-pharmaceutical options. According to market analysts, the market size was valued at $40 million in 2024, and it is predicted to double to $80 million by 2033, indicating steady yearly growth of roughly 8.4% through the late 2020s and early 2030s.

 

In the United States, Kava Root Extract Powder is primarily used in the following products, with specific applications detailed below:

 Functional Beverages

a. Ready-to-Drink (RTD) Relaxation Drinks: Kava powder is infused into sparkling waters, teas, and wellness shots (e.g., Mitra9 Brands' Kava 2.0 with flavors like Coconut Lychee and Strawberry Watermelon).

b. Kava Bars: Powdered kava is mixed with water or coconut milk to create traditional ceremonial drinks served in social settings like kava bars, which are increasingly popular as alcohol-free alternatives.

 Dietary Supplements

a. Capsules/Tablets: Kava extract powder is encapsulated for standardized dosing (e.g., 150-300 mg daily) to address anxiety or sleep issues. It is often marketed as a natural stress-relief supplement.

b. Herbal Blends: Combined with other adaptogens (e.g., ashwagandha) in powdered supplement mixes for holistic wellness.

 Cosmetics and Personal Care

a. Topical Formulations: Incorporated into creams, balms, and bath products (e.g., Ohana Organics' soothing creams) for anti-inflammatory and relaxation benefits.

 Pharmaceutical and Nutraceutical Applications

a. Anxiety Relief Products: Used in non-prescription formulations targeting mild anxiety, though efficacy for generalized anxiety disorder (GAD) is debated.

 

 

Kava extract powder has gained significant popularity in the U.S. market due to several key factors, driven by consumer trends, cultural shifts, and the plant's unique properties as below:

 Rising Demand for Natural Stress and Anxiety Relief

a. Alternative to Pharmaceuticals: With increasing concerns about the side effects of prescription anti-anxiety medications (e.g., Xanax, Valium), consumers are turning to natural remedies. Kava's anti-anxiety properties, supported by traditional use and some clinical studies, make it appealing.

b. Modern Lifestyle Pressures: Urbanization and high-stress lifestyles have fueled demand for relaxation aids. Kava's calming effects, attributed to kavalactones like kavain, resonate with Americans seeking non-addictive solutions.

 Growth of the Wellness and Nutraceutical Industries

a. Dietary Supplements: Kava powder is widely used in capsules and tablets marketed for stress relief and sleep support. The U.S. nutraceutical industry, valued for its herbal supplements, has embraced kava as a "clean-label" ingredient.

b. Functional Beverages: Brands like Mitra9's Kava 2.0 and kava bars (e.g., SquareRüt in Austin) offer kava-infused drinks as alcohol-free alternatives.

 Cultural and Social Trends

a. Kava Bars: Over 180 kava bars have opened in the U.S., serving traditional kava drinks. These venues provide social spaces akin to coffee shops but with a focus on relaxation, attracting millennials and Gen Z.

b. Pacific Islander Influence: The diaspora has popularized kava's ceremonial use, while mainstream media coverage (e.g., Rolling Stone) has highlighted its benefits, boosting curiosity.

 Safety and Non-Habit-Forming Properties

a. Herbal Appeal: Consumers prefer plant-based products over synthetic drugs, viewing kava as a safer, holistic option. Despite FDA warnings (linked to rare liver toxicity cases), it remains legal and accessible.

b. Non-Habit-Forming Properties: Unlike alcohol or opioids, kava is non-habit-forming, making it attractive for long-term use.

 

 FDA Oversight

a. Dietary Supplement Classification: Kava root powder is sold as a dietary supplement under the Dietary Supplement Health and Education Act (DSHEA, 1994), meaning it does not require pre-market FDA approval. However, manufacturers must ensure safety and proper labeling.

b. 2002 FDA Advisory: The FDA issued a consumer warning about potential liver toxicity linked to kava, citing cases of hepatitis and cirrhosis. Despite this, kava remains legal, as the FDA did not impose a ban but continues to monitor safety.

c. GRAS Status: Kava is not Generally Recognized as Safe (GRAS) for use in conventional foods or beverages. A 2020 FDA review concluded that kava lacks sufficient safety data for food additive approval, leading to restrictions in states like New York, where kava bars cannot serve traditional kava drinks.

 State-Level Regulations

a. New York: In 2025, the NYS Department of Health banned kava as a food additive, forcing kava bars to stop serving traditional preparations. This reflects gaps in federal oversight, as states step in to regulate where the FDA has not.

b. Other States: Most states follow federal guidelines, allowing kava as a supplement. However, local health departments may impose additional restrictions on kava bars or retail sales.

 Import and Quality Controls

a. Import Restrictions: The FDA requires imported kava to meet safety standards, including testing for contaminants like heavy metals and pesticides.

b. Industry Self-Regulation: The Kava Coalition released Harmonized Multinational Kava Standards (2025), recommending testing for kavalactones, microbials, and solvents. While voluntary, these guidelines aim to standardize quality.

 Labeling and Consumer Warnings

a. Mandatory Disclaimers: Products must include:

1. A disclaimer stating they are not FDA-approved.

2. Warnings about potential liver risks and avoiding use with alcohol or medications.

b. Dosage Guidance: Labels often suggest moderate use (e.g., ≤250 mg kavalactones/day) to mitigate risks.

 

 Online Retailers

a. E-commerce Platforms: Websites like Amazon, Alibaba, and specialized herbal supplement stores offer a wide range of kava extract powders, including full-spectrum, standardized, and water-soluble varieties.

b. Brand Websites: Companies like Mitra9, Root of Happiness, and Kava Depot sell directly to consumers, offering premium products such as flavored drink mixes, concentrates, and bulk powders.

c. Wholesale Suppliers: Platforms like American Chemical Suppliers and Alibaba cater to bulk buyers, providing raw ingredients for manufacturers and retailers.

 Specialty Health Stores

a. Natural Food Stores: Chains like Whole Foods and local health food shops often stock kava supplements in powder, capsule, or liquid forms.

b. Supplement Retailers: Stores specializing in vitamins and herbal products (e.g., GNC) may carry branded kava extracts from companies like NOW Foods or Gaia Herbs.

 Kava Bars and Cafés

a. Physical Locations: Over 180 kava bars across the U.S., such as Root of Happiness Kava Bars, sell prepared drinks and retail products like powders and tinctures.

b. Online Kava Bars: Some bars, like SquareRüt, offer online sales of their proprietary blends and concentrates.

 Direct from Manufacturers and Importers

a. Farm-to-Consumer Models: Companies like Kava Depot and USA Kava source directly from South Pacific farms, ensuring traceability and quality, and sell via their websites.

b. Private Labeling: Suppliers like Botany Evolution offer bulk purchases for businesses looking to brand their own kava products.

 Pharmacies and Drugstores

a. Limited Availability: Some pharmacies (e.g., CVS, Walgreens) may stock kava capsules or tinctures, though selection varies by state due to regulatory nuances.

 

 

 Individuals with Liver Conditions

a. The FDA warns that kava may cause liver toxicity, including hepatitis, cirrhosis, or liver failure in rare cases.

b. People with pre-existing liver disease or elevated liver enzymes are strongly advised to avoid kava.

 Pregnant or Breastfeeding Women

a. The FDA and poison control centers recommend that pregnant or breastfeeding women avoid kava due to insufficient safety data and potential risks to fetal or infant health.

 Minors (Under 18 Years Old)

a. While not federally banned, many kava supplement manufacturers and retailers voluntarily restrict sales to individuals under 18 due to concerns about developmental effects and lack of safety studies in younger populations.

 People Taking Certain Medications

a. Kava may interact with drugs metabolized by the liver, including: Benzodiazepines (e.g., Xanax, Valium), antidepressants (SSRIs, MAOIs), acetaminophen (Tylenol), muscle relaxants, and sedatives. The FDA advises consulting a healthcare provider before use if taking any medications affecting the liver or central nervous system.

 Individuals with Alcohol Dependence

a. Combining kava with alcohol increases the risk of liver damage and central nervous system depression (e.g., drowsiness, impaired coordination).

 State-Specific Restrictions

a. Some states, like New York, ban kava beverages in food establishments (though supplements remain legal).

b. Wisconsin prohibits kava entirely, while other states (e.g., Arkansas, Indiana) impose partial restrictions.

 

 Dietary supplement brands

a. Kalm with Kava: Focusing on high-quality kava extract products, it offers capsules, powders, and ready-to-drink beverages, with a focus on anti-anxiety and sleep-inducing effects.

b. Gaia Herbs: Produces herbal supplements containing kava for stress relief and sleep improvement.

c. NOW Foods: Offers kava root extract capsules with standardized kavalactone content for mood management.

d. Nature's Way: Its kava supplements are used to calm and relax the nerves.

 Functional beverage brands

a. Leilo: Produces ready-to-drink (RTD) kava beverages as an alcohol alternative, with a focus on relaxation.

b. Kavafied: Offers kava tea bags and brewing powder for home drinking.

 Skincare brands

a. Herbivore Botanicals: Some of its soothing masks and serums contain kava extracts for anti-inflammatory and skin-calming.

b. Eminence Organic Skin Care: Uses kava extract in some of its sensitive skin care products to reduce redness and irritation.

 

At Inhealth Nature, we're committed to delivering premium Kava Root Extract Powder that meets the highest quality and safety standards. Whether you're a brand looking to formulate cutting-edge supplements or a retailer seeking trusted ingredients, we're here to support your success. Ready to explore the potential of kava root powder in your products? Contact us at info@inhealthnature.com today for samples, bulk pricing, or expert formulation guidance.